Volume : 4, Issue : 7, July - 2015

IMPULSE PURCHASE-AN OVERVIEW

Dr. C. Swarnalatha, S. Soundhariya

Abstract :

<p>Impulse purchase refers to unplanned buying or sudden purchase. Planned purchase is the one in which decision is made before visiting a store that an item from a specific product category will be purchased. If customer purchases items which are not in list and mind unplanned purchases takes place. Impulse purchase is characterized by strong feeling of attraction than ordinary decision process. It is estimated that anywhere from 27 to 62 percent of consumer purchase can be considered as impulse buys. Impulse buying occurs when a consumer experience a sudden, powerful and persistent urge to purchase something immediately. Factors like visual merchandising, Store atmospherics; In-store display has a greater role in customer impulse purchase. Positive impulse buying results in customer satisfaction and repeat customers to the store.</p>